UCLA

Article Group

South Korea Depression Study Messaging & Content Plan

UCLA's Department of Psychology was planning to launch the largest depression study in the history of South Korea, a nation who has been recently plagued with mental health crisis.

The problem?

Deep societal norms keep people from talking about their problems.

I was tasked with finding the insight, building the messaging plan and content approach to break stigma and encourage South Koreans to participate in this study.